Since chip manufacturer AMD purchased graphics card company ATI in the summer of 2006 there have been erratic experiments in rebranding, but now AMD has fully committed to this, and are dropping the ATI moniker entirely. Going forward will sell their graphics cards under the AMD brand as AMD RADEON and AMD FirePro, as outlined on The Tech Report, while they say AMD will also offer products labeled simply RADEON and FirePro for lack of confusion in Intel systems. Other branding changes include ATI EyeFinity becoming AMD EyeFinity, and the dropping of the Fusion label altogether, and Fusion products will now be part of the Vision brand. They indicate that this rebranding paves the way for the release of AMD's upcoming line of integrated CPUs and GPUs. Current products are not being renamed, and the first AMD-branded GPUs will arrive later this year. They have some slides from AMD reflecting the market research leading up to this decision, though viewing such materials has been known to make one's soul dissolve.

Ant wrote on Aug 30, 2010, 20:06:Why can't they just keep both names and then SLOWLY fade away ATI name.

That's what they did. They bought ATI awhile ago man. I know you tend to be a behind the times sort but seriously it was four years ago now.

Bad idea, with latest series of 57xx and 58xx cards AMD got ATI brand to really sell well. Many people who go into a store or online recognize only brand names and when they no longer see ATI some may decide to buy nvidia instead due to brand recognition. Yes, most of us here will know that AMD is ATI but to general folks out there thats not "general information".

I think Radeon has better brand recognition with the kind of folk who buy videocards these days and the other type never mattered in the first place.